Talking to Mike Owen, Head of Marketing at EIZO UK
There’s a saying that goes, “Do what you love, and you’ll never work a day in your life.” For commercial photographer Duncan Nicholls, that sentiment has long rung true. With an 18 year career built on capturing powerful sports and lifestyle imagery with some of the world’s most iconic brands and talent, Duncan has transformed a childhood fascination with photography into a vibrant, globe-spanning profession. But in recent years, and in particular after the birth of his son, his journey behind the lens has taken on a deeper, more urgent resonance – one that’s not only fuelled by passion but deeply rooted in purpose. Duncan has made it his mission to improve his own carbon footprint, and use his work to help create a more sustainable and thriving world.
EIZO has been a part of Duncan’s creative toolbox for a long time, so we were excited to sit down with him to talk about his experiences.
“May 2020 was a really pivotal month in my career. I was reflecting on how I could make a bigger positive impact with my work. And discovered 1% for the Planet, a global community (of about 6,000 businesses) ranging from billion-dollar companies like Patagonia to individual freelancers like me, who all commit to give 1% of their sales every year to environmental organisations and non-profits.”
The organisation resonated deeply with Duncan’s evolving environmental values and he became a member straight away. Being part of that network has completely expanded his perspective of what’s possible – not just as a business owner, but as a purpose-driven creative.
Then came 2024 – his ‘red pill’ moment. He spent 3 months gaining his certification in Business Sustainability Management, from The University of Cambridge – suddenly, the scale of the climate crisis and the opportunity to solve it – hit him hard.
“Once you’ve seen it, you can’t unsee it. At first, I felt overwhelmed. Angry. Guilty. (I cried more than once.) But I also felt something else: hope.”
Because alongside the damage, Duncan saw a growing wave of organisations and people fighting for something better, and doing business in a more people and planet forward way. And through this lens and new awareness, he could see clearly who he wanted to work with.
We at EIZO have been working for a number of years on ensuring that we work to leave our planet in a better state than we found it, but we cannot do it by ourselves so Duncan’s work, and the work of everyone signed up to 1% for the Planet, SBTi, UN Global Compact, and all that submit to programmes like the Carbon Disclosure Project, means that we are all trying to make a small difference in our combined race to Net-Zero.
The real catalyst for Duncan’s mindset shift came in 2017 with the arrival of his son Ziggy. Becoming a father changed the lens through which he saw the world and his role in shaping it.
“Fatherhood changed my ‘why’ for doing everything, and made everything feel more urgent.
“I wanted my actions and not my words to be the example. For Ziggy to see someone who cares deeply about other people and our planet. Someone who is constantly learning, improving himself, not taking himself too seriously either, but taking meaningful action.
From this deeply personal turning point, Duncan began making tangible changes in his daily habits. He and his family committed to reducing single-use plastics, switched to a renewable energy provider, and cycling more often. They prioritised supporting local food producers and also transitioned to driving an electric vehicle – another step toward aligning lifestyle with values. Duncan moved his banking and pension into more sustainable providers – an action that he knows has far more of a positive impact than almost anything else.
These choices may seem small in isolation, but as Duncan is quick to point out, they compound. “The ripple effect of one decision leads to another. And when those decisions are grounded in purpose, they naturally find their way into your professional life as well.”
Despite the increasing focus on sustainability, Duncan’s love for photography remains as vibrant as ever. Whether he’s capturing high-energy athleticism in a fitness shoot, or the quiet resilience of an environmental portrait, his camera is still his compass, and his creative spark is more alive than ever.
“Photography, video and the whole creative process bring me a soul level joy. It has done since I was a kid to be honest. That joy ramped up to another level when I was studying photography on a year long course at the University of The Arts in 2006. And since turning professional, it’s been such a gift to translate that into the commercial world. And create imagery, that in the wider context is really helping people and the planet.
Clients pick up on that passion too. It’s a magnet for trust. And as more brands shift toward purpose-led storytelling, Duncan has found himself increasingly aligned with companies and causes that share his values.
Over the past five years, a significant portion of his portfolio has shifted toward projects centred on wellness, environmental advocacy, and social impact. He’s worked with global organisations as well as local changemakers, using his skills to amplify stories that matter.
Relationships with a client is critical for a photographer, but being able to connect and have a great relationship with your subject is critical. If the subject struggles to work with you that can spread quickly around the industry. It can also spread very quickly when a photographer is dialling in a shoot, not giving it their all, not connecting with their subject and this can very quickly cause for the work to dry up. Making sure that you are giving your best on every shoot is key to a photographer’s success or success in so many fields, often tenacity and persistence often outweigh talent when it comes to success and longevity in a career, but passion in what you do will really aid your desire to work hard even at the hardest moments.
As we are discussing this, Duncan chimes in, “As a photographer, when you find the niche that really lights you up, I think there’s an extra few percent that sort of shines through in a photographer’s work. I can see that in people’s work. There’s just something that elevates it, and that’s very, very attractive from a commercial perspective as well. I think that enthusiasm and passion, whatever you’re doing, like-minded people will buy into that, and clients will buy into that, and they will want you.
If you’re in the sports world, if you’re serious, you really need to understand the nuances of the sport. If you can feel it, then you know – if you’re coming from a running brand or similar, then make sure they know that you love what you’re doing, and you really understand it. Translate that into what you’re photographing, and it’s magnetic. It translates into better work, there’s a lot more enjoyment, more fun, and there’s more life in what you’re shooting.”
Duncan talks about his work with a glint in his eye that speaks a thousand words in terms of the enjoyment that he gets from his job, from his creativity, from collaborating.
Collaborating is really important to Duncan, as is the strength of his relationships. Like many commercial photographers, Duncan has an agent that he trusts and has worked with for a long time. Duncan explains how their relationship works, “Pamela (Nolan, Global Assignments) has looked after me in the UK for a long time. She’s definitely brought things to me that have been incredible for my career. Then there’s been lots of other projects that have come to me directly. Projects need someone with her experience, from the production side and the other elements that she brings – not just as a commercial agent, but someone that understands them and bolsters what I can produce.”
Behind every striking image is not just a singular vision, but a network of people who bring that vision to life. Duncan is quick to acknowledge that his creative work is the result of deep collaboration, especially with those who have supported his evolution as an artist with a conscience.
Chief among those collaborators is Pamela Nolan, his long-time agent at Global Assignments. Their partnership, which spans more than a decade, is built on mutual trust, shared ambition, and a commitment to growth – both creatively and ethically.
“I’m very grateful for my friendship with Pam, and all the wonderful shoots we’ve worked on together. She is a world class producer who really cares about delivering the very best service and work for our clients. She works relentlessly hard, and very smartly on every job. I often joke that she works 385 days a year. And I think that’s an underestimation.”
In recent years, those conversations have increasingly centred on sustainability – not just as a business strategy, but as a shared personal priority. Together, they’ve made decisions about which clients to pursue, how to reduce the environmental footprint of productions, and how to influence the industry from within.
“What I fundamentally believe is that there’s a new, thriving way of being creative and doing business in general. How we treat our home planet and everyone our work touches matters today, and will resonate forward for generations.
“We’ve got to stop taking from Mother Earth and really give backing to her. Shift from an extractive economic model, to one built on regeneration, inclusion and fairness. I feel a real responsibility and excitement to be part of this crucial transition. Our kids, grandkids and all the generations to come deserve to inhabit a planet that’s way better off than today. We have the chance to deliver this. As Creatives, that means working for progressive businesses and missions that understand and are part of this transition. ”
That approach has started to resonate more widely within the commercial photography space. Producers, art directors, and agencies are now more receptive to these questions. And through open dialogue, Duncan and Pamela are helping shape a new normal; one where artistic excellence and environmental responsibility go hand in hand.
While the values underpinning Duncan’s work have evolved, so too has the practical side of how he operates. He continues to rethink and evolve everything from on-set actions, pre and post-production processes – and also the financial side of the business.
“One of the biggest positive things you can do for the environment is to ensure your banking and pension are with sustainable providers. I remember reading a stat about ‘making your pension green being on average 21 times more effective at reducing your carbon footprint than giving up flying, becoming vegetarian and changing energy provider combined’. So that’s a crucial, and not always as obvious, thing to address.
“In terms of each production, every detail is scrutinised for environmental impact. Some of the measures I have in place include:
One particularly memorable shoot was a wellness campaign for a global footwear brand. Instead of flying in talent and crew, Duncan worked with a local team in Sweden, using a combination of natural landscapes and minimal gear to capture the story. The result was not only visually stunning but logistically lean and environmentally conscious.
As an artist who’s deeply connected to both form and function, Duncan is intentional about the tools he uses. Post-shoot, he works with retouchers and editors who share his sustainable ethos. He asks that clients download all the final footage and images asap, so that his digital storage can be minimised. Even hi
s backup systems and file archiving solutions are part of the bigger picture – one that values responsibility alongside reliability.
That’s one of the reasons his partnership with EIZO has been so meaningful. “EIZO’s monitors are more than just technically excellent,” he states. “They reflect a design philosophy I align with. They’re built to last, energy-efficient, and created by a company that takes its environmental responsibilities seriously.”
EIZO’s ColorEdge monitors are a staple in Duncan’s workflow, allowing him to achieve unparalleled colour accuracy and consistency – crucial for both commercial deliverables and personal projects. But beyond performance, what resonates with Duncan is EIZO’s commitment to sustainability.
“They’re not cutting corners,” he explains. “They’re making products that are precise, durable, and ethical. And in a world full of disposability, that really matters to me.”
This alignment of values extends beyond gear. It’s a reflection of the kind of creative ecosystem Duncan envisions. One where every choice, from camera to colour grade, is part of a conscious and coherent whole
Duncan’s holistic philosophy towards his work extends far beyond his workflow. He actively encourages his clients to join him in helping others, such as assistants and those wanting to break into the industry.
“I think paid opportunities for new creatives, especially creatives from under represented communities, are so important. It’s one way we can collectively ensure a thriving future for our industry”. That’s why since 2021, he’s partnered with Badu Sports to open up paid production assistant opportunities for their creatives, on every shoot where budget and logistics allow.
“I’ll include that in a pitch budget for clients – explaining the importance and value of supporting this. The Badu production assistant is going to be a big asset to the shoot, bringing a different vision. I’ve seen how much the positive impact of this initiative resonates back through their community and other young creatives too.
He continues: “Values aligned clients love this. It’s a win, win, win situation. I would ask [other creatives]: ‘what opportunities can you open up for others as well?’ This is a key part of a sustainable approach.”
Sustainability is no longer an afterthought in the commercial photography world – it’s becoming a prerequisite. More and more procurement teams, especially at major brands like Adidas, are now requiring that all suppliers – including photographers – have documented sustainability policies and transparent reporting systems.
“It’s becoming part of the standard, as it has to be,” Duncan says. “I actually find it really exciting. It means we’re all being held to the correct standard, and we’re learning together.”
This evolution is not limited to production logistics. Increasingly, creative briefs themselves are being shaped around purpose. Campaigns that once focused solely on aesthetics now aim to tell deeper stories about inclusion, environmental impact, mental health, and social justice. Clients are seeking creatives who understand ‘the why’ behind the visual.
“The work has more weight now, as it should,” Duncan observes. “People want to see their values reflected in the brands they support. And brands, in turn, want to partner with creatives who live those values.”
Despite the immense scale of the environmental challenges we face, Duncan remains unshakably hopeful. He is a rare bridge between environmental and economic understanding, and creative execution.
Duncan Nicholls’ story is not just about one photographer’s path – it’s a reflection of a broader cultural shift. Passion and purpose are the dual engines of modern storytelling.
For Duncan, sustainability isn’t a fixed goal, it’s a lifelong practice. He continues to educate himself, adjust his choices as his awareness expands, and share his journey openly with peers. Whether he’s mentoring emerging photographers, partnering with mission-driven brands, or making small shifts in his home life, his approach is the same: be thoughtful, be honest, and be better every day.
“The next chapter in my career is incredibly exciting. I’ve quietly been mentoring new creatives throughout my career – and now feels like the perfect time to bring my 18 years experience together with my environmental awareness to support them in new ways.”
“There is also the 23 years of mindfulness practice that has deeply and practically underpinned my career success and longevity. Up until now I’ve not spoken at all about how influential meditation has been to my career. It’s completely integrated with sustainability on the deepest level, and the most practical tool for productivity, efficiency and creativity.”
“I want to look back at the end of my life and know I gave it my absolute best,” he says. “That I used my platform and my creativity to be part of the necessary change. That’s the kind of example I want to leave. Not just for my son, but for the industry and the planet.”
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